SUGAR CONFECTIONERY: HARIBO
Haribo sets its stall for premium gifting growth
The last 12 months have yielded a solid performance for the German confectionery brand in travel retail, spearheaded by Europe, with Japan and Korea showing potential. As Claire Malcolm reports, premium gifting is driving global growth for the gummy sweet maker.
T
ravel retail is a vital channel for Haribo, but in a crowded confectionery marketplace
with fierce competition on multiple fronts the company is ploughing increased efforts into growing its global presence as part of its ‘big picture’ growth strategy. “Global travel retail is not only
a sales channel for Haribo, it is a showroom where we can bring the brand to life and it is extremely important for our future growth and development,” notes Elisa Fontana, Travel Retail Marketing Manager, Rigo Trading, which represents Haribo in travel retail. Haribo’s performance in travel
retail in the past 12 months has been “in line with expectations”, according to Fontana, who says
2017 was a year of product portfolio consolidation. “New travel retail exclusives were
rolled out and we also expanded our reach, strengthened existing relationships with retailers, especially with the large groups, and added some significant new partners to our family,” she explains. Fruit jelly and sugar confectionery
as a segment in its own right may not have the well-established pulling power of chocolate, but ‘sweet appeal’ continues to ring the cash tills. “Fruit jelly confectionery is not
a particularly large sub-category in travel retail, with no more than a handful of brands, but it is an important part of the mix,” states Fontana. “However, we are competing
not only with the chocolate brands themselves but also with other non-chocolate brands such as nuts, savoury snacks, gums and lollipops.”
Adults and children were encouraged to sing the ‘Haribo jingle’ as part of an immersive activation at Frankfurt Airport in May.
JUNE 2018
Unlocking new doors Europe remains the brand’s strongest market, with positive development in the UK cementing a solid year of performance. However, progress in other
continents is supporting Haribo’s global growth plans, as Fontana explains: “Since the Americas show we feel we are in a good position to drive the North and South Americas markets forward.” While Fontana is unable to
comment on the under-development Wisconsin manufacturing plant and its impact on Haribo’s North American travel retail ambitions and supply chain, she notes that the group’s logistic hub in The Netherlands “remains the most important cog in the distribution wheel”. Asia was propelled to the top of
the to-do list in Q2 2017 following the TFWA Asia Pacific Exhibition & Conference, and Fontana reports that the brand is now performing
“Fruit jelly confectionery is not a particularly large sub- category in travel retail, but it is an important part of the mix.”
Elisa Fontana, Travel Retail Marketing Manager, Rigo Trading
TRBUSINESS 65
Above: A high-profile promotion in the Heinemann Duty Free store at Frankfurt Airport.
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